Police are scaling back operations in a search for a man reported to have fallen off rocks into the sea at Whiritoa yesterday afternoon.

Police were told a man fell into the sea from rocks at the southern end of Whiritoa Beach about 5pm.

Police have scaled back a search for a man reported missing at Whiritoa.

Their witness didn't see the man resurface, but had to leave the beach to call for help.

'The informant did not observe the male resurface and left the beach to call for help,” says Hamilton Police senior sergeant Gael Mockford.

'Due to the witness needing to leave the beach to call for assistance, police are unsure if the male that entered the water is still missing.”

A search was carried out with the assistance of lifeguards from Whiritoa, Waihi and Whangamata, coastguard vessels and coastguard air patrol.

Police spent a couple of hours searching this morning before announcing they are reducing the scale of the operation.

"There's been nobody reported as missing, no cars in the area and nothing to indicate somebody is missing," says Hamilton Senior Sergeant Rupert Friend today.

He says enquiries locally have failed to confirm the circumstances.

A group of people were known to have been camping near Whiritoa beach during the weekend and were in the area at the time the incident was reported to police.

Police are interested in identifying and speaking to members of the group to see if they can assist in resolving the situation, either through something they may have seen or in identifying the swimmer.

Whiritoa is a holiday spot between Waihi Beach and Whangamata on the Coromandel Peninsula.

Anybody with information is asked to contact Sergeant Ranger at the Whangamata Police - phone 07 865 0304.